Country
中国(China)
Official website
无
Company Introduction
Founded in 2012, it started with brand consulting and strategy and gradually expanded into a comprehensive brand service company from brand consulting, advertising creative design to online interactive communication. Brand PH contains the company's business philosophy, that is, the brand gains exponential growth and improvement of brand value concentration through Brand PH diagnosis; Brand PH believes that the way of completing the project alone can not bring real help to the brand health. Brand PH is determined to stand at the starting point of the brand, become a partner of customers, truly integrate into the work needs of customers, make continuous progress with customers, become a healthy brand and become a hall level brand.
Images
Brand Name
Baixiaochun
Designer Name
D Designer: Li C; Creative Director: Xing Cheng; Strategy Director: Nie Xin
Position of Designer
D Designer: Li C; Creative Director: Xing Cheng; Strategy Director: Nie Xin
Client
JUNLEBAO DAIRY GROUP
Target Group
The new generation of consumers, the core drinking group is a new generation of students and young white-collar workers aged 13-25, and the core purchasing group is a new generation of families aged 26-40. They pursue better nutrition and pay attention to taste, hoping to give their families and themselves better food with high cost performance.
Major sales
电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery
Positioning
大货 Mass Production
Design Story
Junlebao Baixiaochun brand innovation category launched new active protein milk, which has higher nutritional value and market difference. Following the design principle of "product line seriality, high-end quality sense and terminal impact", the golden color is adopted as the main color to realize the absolute difference in the normal temperature milk market; the cloud visual hammer element is continued, the brand younger design language is continued, and the differentiated design for different online and offline channels and different buyers is more recognizable and penetrating. The core selling point of "fresh and fresh" series is to enlarge the difference of "fresh and fresh" packaging.
Highlights
1.Baixiao pure active protein milk is an innovative and upgraded product in the industry. The use of gold better highlights the sense of product quality and nutritional value, and forms an absolute difference with competitive products at the terminal 2.Different packaging designs online and offline have a deep insight into the preferences of different consumers online and offline, establish barriers for online and offline channel sales, and solve the problem of different prices of the same product online and offline 3.The product uses eklin packaging materials imported from Sweden, which is not only lightweight, low-carbon and environment-friendly, but also can be directly heated by microwave. It also meets the eating habits of Chinese people who don't like to drink cold, which is more humanized
Market Performance
无
Material
其他
Craft
1.The inner package adopts special gold printing to improve the sense of product quality; 2.The outer box of offline version is printed and coated with special paper to form a better golden effect and have more impact and differentiation at the terminal; 3.The online and external boxes adopt a younger design, which is in line with the attributes of e-commerce; The golden outer box is more eye-catching and easy to find in many express delivery; The design of easy tear opening is convenient to open and more humanized.
Does the design solve the problems that are common across the product category?
It solves the problem that the milk outer packaging cannot be directly heated by microwave
What functional designs of the work have enhanced the user experience?
1. The inner package is made of Aklin packaging material imported from Sweden, and the opening can be heated by microblog, which is more convenient; And lightweight, low-carbon, environmental protection, less waste; 2. The inner package is made of soft material, which is easy to carry in irregular space, and the inflatable handle is designed for easy access; 3. The easy tear opening design of the on-line and off-line box makes it easy to disassemble and more humanized.
Did the design help increase the sales performance of the product?
After listing, it has been recognized by dealers that the order quantity meets the production line capacity, and the sales data will not be made public temporarily
Does the work consider sustainability (environmentally or commercially, or both)?
The inner packaging of the product adopts eklin packaging materials imported from Sweden, which is light-weight, low-carbon and environment-friendly; The outer box of the product adopts recycled paper。